Magazine article Marketing

Services Helpline

Magazine article Marketing

Services Helpline

Article excerpt

Sponsored talk

Q: We have been thinking of getting involved in sponsorship as an alternative to media advertising. Can you advise on the best way to start?

A: From a corporate perspective, sponsorship must be inextricably linked to a company's core business strategy and this means looking closely at how sponsorship can contribute to the growth and development of business objectives.

Equally, a property owner should carefully consider how their proposition can be packaged to present an appealing commercial opportunity for potential sponsors.

It is imperative that the impact of any sponsorship is effectively measured to be able to develop and build the programme, and to demonstrate both internally and externally the ongoing benefits.

Get in touch with Zebra on 020 7690 6889, G Force on 020 8540 9540 or try Karen Earl on 020 7202 2800. They can all provide the skills necessary to instigate an effective sponsorship programme.

Sample support

Q: I am launching a food product and would like to arrange a series of sampling events. Can you recommend a company to handle this?

A: Try Rapport Promotions on 020 7386 7555, which does a lot of work in this area. Others include Liquid Kiss on 020 8743 1163 and N2O on 01753 801 180. A useful resource is Marketing's Field Marketing League Tables, an annual supplement that gives details of the main companies, their activities and contact details. The latest tables appeared on August 14.

Engine trouble

Q: We are a boat sales company and are looking to improve the performance of our web site on search engines. I know there are many different theories to this, but would like to meet someone who could make it a little clearer for us. I would prefer to deal with someone not directly interested in selling us anything.

A: This is quite a common problem and an area where you can take action.

Your web site problem could be its listing, or lack of it. When users type in keywords into a search engine, that engine searches for those words on sites. Your site needs to be optimised for particular keywords or phrases that match the most popular search terms. Also, ensure your content is focused on those keywords or phrases. …

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